Beacon Awards 2018 in association with NZME - Call for Entries

Call for Entry closes 4pm 21 February 2018

Late Entry closes 4pm 23 February 2018

The following Beacon Award categories are intended as a guide for your campaign submissions. The Beacon Awards Committee reserves the right to re-categorise campaigns and split/redefine categories if entries received in a particular category warrant such action.

Across all categories, entries will need to demonstrate the development of a media solution to resolve a marketing problem by way of:

• An entry summary (no score allocated)

• The insight
• The strategy
• The execution
• The results

Each category also has its own specific requirements based on that category’s focus. Judges are instructed to evaluate entries against these requirements. Please ensure that your entry is tailored to address the specific requirements of the category it’s entered in and that the correct entry form is used.

GENERAL CATEGORIES

NOTE: A campaign can only be entered into one category A to E once, i.e. a campaign cannot, for example, be entered in Category C and Category D. Entries in Category F – Charity can only be entered into Category F. (Multiple category entries outside of categories A – E and F are welcome.)

A. Social Marketing/Public Service

This category recognises uses of media that have succeeded in meeting the objectives of government or publicly-funded bodies. Typically these include campaigns from government departments, local bodies, tertiary education institutions or for a community service. The judges will be looking for proof that the media strategy and execution has had an identifiable and direct contribution in achieving set campaign objectives.

B. Retail/Etail
This category recognises media campaigns in the area of retail/etail. This includes fashion, clothing, accessories and fast food and also incorporates online retail. The judges are looking for proof that the media strategy and execution has had a direct contribution in achieving set retail objectives and that success is not the result of pricing or sale activity.

C. Fast Moving Consumer Goods (FMCG)
This category recognises media campaigns across the entire spectrum of FMCG. This can include food, grocery, household products, cosmetics, toiletries, alcoholic and non-alcoholic beverages and pet. The judges will be looking for proof that the media strategy has had a direct contribution in achieving set campaign objectives.

D. Consumer Durables
This category recognises media campaigns that achieve success for products that are not purchased regularly or those that have high involvement decision making. This could include motor vehicles, white goods, brown goods, household furniture and electronic goods. The judges will be looking for proof that the media strategy and execution has had a direct contribution in achieving set campaign objectives.

E. Consumer Services
This category recognises media campaigns that achieve success for companies whose main focus is providing a service to a consumer. This could include airlines, tourism, energy suppliers, financial services, telecommunications and entertainment (TV, music, movies). The judges will be looking for proof that the media strategy and execution has had a direct contribution in helping achieve set campaign objectives.

F. Charity
Entries in this category cannot be entered in other categories

This category is seeking to identify campaigns that make the greatest contribution to support charities, appeals, fundraising or various not-for-profit community programmes. The award may recognise innovation in media thinking but this is not mandatory. The judges will be looking for proof that the media strategy and execution has had a direct contribution in helping achieve set campaign objectives. This category is strictly for not-for-profit organisations only, entries from commercial brands or organisations are not eligible.

This category is open to any campaign with a total combined campaign cost to client of less than $100,000. All entries must prove they are a stand-alone campaign as opposed to a single execution within a larger campaign. The judges will be looking for entries that put the perceived budget constraints behind them to develop brilliant strategic thinking and outstanding activation to deliver results that punched way above the campaign’s weight.

H. Best Use of Event/Activation/Sponsorship
This category recognises entries that deliver outstanding experiential campaigns via guerrilla marketing, live events, shows, concerts & festivals, experiential events, large and small scale stunts. The event will be physical in its core, but can have virtual elements around it. Judges will be looking for evidence that the event/activation was the central component of the campaign, rather than campaigns with and event/activation component. They will also need to understand what the brand narrative was for people present at the event/activation and how the event/activation was leveraged was leveraged to deliver outstanding campaign results.

This category is looking for campaigns that have the use of content at their heart. By going beyond traditional advertising formats to seamlessly integrate into television programming, create branded music projects, use of native advertising such as sponsored stories, featured videos and messages via social media, the content should fit with the brand values, strategy and clearly address the marketing challenge.

Entries will not be judged on the creative content itself, but on the strategic thinking that led to content being identified as the core communication vehicle. Judges will also be looking to understand how that content was leveraged and developed across paid, owned and earned channels to deliver outstanding campaign results.

This category recognises the importance of technology in driving media innovation. Specifically where technology has driven the development, implementation and outcomes of a campaign or initiative that connected with a target audience. This could include existing technology solutions applied in an innovative way, or the development of proprietary technology solutions. Judges will be looking to understand how the use of technology was innovative or market leading for the client or category, why the technology solution was a good fit for the brand or business problem and how it impacted or connected with the target audience to help achieve business outcomes.

K. Best Use of Mobile
This category recognises innovative and effective use of the mobile channel. It covers any form of mobile media including mobile advertising, mobile apps, mobile communication (ie SMS), mobile technology (ie Beacon’s, QR codes, Bluetooth), or any other communication that requires a mobile device. Judges will be looking for campaign’s that demonstrate a clear mobile strategy, which identifies why mobile was an effective channel to achieve the client’s objectives, is brilliant in its execution, and delivers demonstrable results.

This category recognises media approaches that have been led by a sharp data strategy. Judges will be looking to understand how this leading data strategy drove the media approach, directly impacting on behavioural or business outcomes. Results are worth 35% as this data strategy should be able to attribute its success with proof points such as targeted response, increased engagement, incremental leads, reduction in CPA and/or improved ROI. Judges will also be looking to understand how the use of data was an agency led initiative. This category is not reliant on a specific marketing campaign (it could be a subset or always on) but will still need to contextualise for judges why this approach is award worthy.

If your data source is proprietary research leading to an insight you may want to consider entering the Best Use of Insight category instead.

M. Best Use of Video
This category recognises innovative and effective use if video to engage with your target audience. It is not about the content per se, but the strategic approach to how the content was deployed and innovation in the use of technology that created the impact. Judges will also be looking at how the video activity met the campaign objectives and materially drive the commercial result. Campaigns may have appeared on social media platforms, the digital platforms of publishers & media brands, video networks or any other video platform (including TV).

N. Best Use of Social
This category recognises campaigns that use existing or emerging social platforms and/or social activity including blog, social networking sites and applications. Entries in thi category should use social as the primary channel and demonstrate creative use of social platforms as well as a sound understanding of digital consumer behaviour. Judges will be looking for campaigns that have literally put consumers at the heart to build powerful communication strategies. There will be clear rationale as to why social media was the right response to the clients brief and move beyond metrics of likes or shares to offer compelling proof of the effect social media had on delivering the campaign results.

O. Creative Media Idea
This category rewards invention or innovation within a channel or property that was driven by consumer, data or brand insight and creative thinking. Judges are looking for ideas that drive tangible benefit to the consumer or to the client’s communications objectives.

P. Best Use of Insight
This category recognises how the use of insight, analytics or market intelligence has resulted in media campaign and business success. Judges will look for entries that demonstrate how an agency has uncovered an insight, how this insight had shaped the media strategy development and execution and the business success that this has delivered. Sources of insight could vary from proprietary research, to social listening, through to quantitative or qualitative studies. The insight section of the entry will account for 40% of the judges score.

Q. Best Communications Strategy (Note word limit 1,500)
This category celebrates strategic excellence. Judges are looking for a cohesive communications strategy with a central idea at its heart. It should show a carefully researched and well thought-out action plan designed to meet a clearly defined challenge. This should include novel ways in which media channels have been used, each with a clear link to the strategic idea. The winning entry will also have clearly articulated the insights used to inspire the communications strategy. The strategy section of the entry will account for 40% of the judges score.

R. Most Effective
This category recognises meeting a challenge and succeeding. Judges are looking for evidence that the communication drove a positive outcome or exceeded objectives. This could include generating positive business results (e.g. market share, sales value, profit), shifting brand health measures (e.g. consideration, preference, perceptions), or changing people’s behaviour (e.g. buying patterns or social habits). It will focus on effectiveness of a campaign above all other considerations – the results section of the entry will account for 40% of the judge’s score. All entries must include figures showing the campaign’s direct impact on stated objectives (indexes will suffice).

S. Best Launch
This category recognises brand, service or product launches or re-launches. To be eligible for a re-launch there must have been no significant activity for at least 36 months prior to re-launch. Judges will be looking to understand how the media thinking and launch media activity were key contributors to the campaign’s results and that those results are indeed outstanding within the entrant’s category.

T. Best Collaboration
This category is open to media owners and agencies and is designed to celebrate the work that is only made possible by the close collaboration of (1) one or more media owner/partner(s) AND (2) one or more media agency/ies and/or other relevant agencies. This category can be entered by either the media owner/partner or agency. The judges will be looking for demonstration of how collaboration has enhanced the result for the client. Entries could be proactive sales proposals or responses to briefs as long as the partners have worked together to execute and enhance.

This category recognises communications and media thinking that has significantly contributed to the overall success of a campaign that has been consistently in market across three years from 1st January 2013. Judges will be looking for demonstration of strategic thinking and how it has ensured the campaign has remained consistent but also up-to-date and relevant. The effectiveness and results achieved should accurately reflect the objectives and media strategy. The judges want to see clarity of thinking, identification and application of insights and innovation. It’s important to remember that a campaign founded on a sound, solid and evolving strategy can be as effective as one containing significant innovation.

V. Media Business of the Year - Entries due 4pm 15 March
This category recognises the year’s outstanding Media Business. The judges (Comms Council Media Committee) will be looking for the business that has set a clear vision and strategy and then implemented that strategy with success. In this case success will be assessed from a range of perspectives including financial, industry engagement and reputation, audience growth and/or engagement. The Comms Council Media Committee reserves the right to not award in this category if no entry meets the judging standard.

Completed entry forms for this category must be sent to awards@commscouncil.nz

This category recognises excellence within the crucial media owners’ sales function. Open to both individual or team entries. Judges will be looking for evidence of a clear strategic roadmap that allowed for the delivery of outstanding business performance against well-defined KPIs. Examples of innovative campaign case studies and a solution based approach to selling are more likely to resonate with the judges.

SPECIAL AWARDS

Advertiser of the Year
The award will be given to the Advertiser that is the most outstanding performer on the night of the Beacon Awards Ceremony. The award is based on the weighted value of Gold and Silver Beacon Awards won by the Advertiser. 10 points are awarded for Gold and 5 for Silver. A finalist earns 2 points. Points are calculated and the winner is identified.

Please note:Points will only be awarded for the highest award received. Therefore points for a gold or silver award will not also receive finalist points. Best in Show does not earn points and is not included in the count.

Media Agency of the Year - Entries due 4pm 22 March
The award will be given to the Comms Council Agency whose business has made the greatest overall improvements to their business over the past year. It is open to Comms Council member media agencies of any size.

Entries will be open from Thursday 1 February 2018 with a closing date of 4pm 22nd March 2018. The winner will be chosen by a panel of independent judges to include a range of prominent business people from outside the industry.

The “unsung hero” in the company; the person who others find utterly inspiring with their generosity of spirit, their patience, their willingness and eagerness to be involved. The person integral to the company culture and passionate about contributing to the company’s success.

Best in Show
All Gold Beacon Award winners will be eligible for the Best in Show. This award is selected by the panel of international judges.